The ad, which appears on its American website and social media channels wants women take life’s milestones in their suggested heels. These events, however, aren’t about graduating college or getting a promotion, but rather about looking for a “starter husband,” doing the “walk of shame,” or having “drunch”— drunk brunch.

While it’s true there is a shoe for any occasion, Nine West may have taken a slight misstep from tongue-and-cheek marketing to slap in the face stereotyping according to critics who say the ads “fail to address women in other roles.” Tweeters have been using the hashtag #nonewest to protest the ads.

Offensive or not, the campaign has people talking — a lot, and as the saying goes, even bad PR is good PR. Whether this hurts their bottom line or gives it a leg up, it will certainly have other brands watching too.